Оглавление
Nathan Shedroff. Blind Spot
BLIND SPOT
Contents at a Glance
Contents and Executive Summary
Foreword
CHAPTER. 1. A World of Hidden Value
Blind Spots and Opportunities
Relationships and Opportunities
Five Types of Premium Value
Premium Value Is Real Value
A New Approach
EYE OPENERS
CHAPTER. 2. Defining a Business Relationship
The Best Relationships in the World
Relationships with Organizations
What Makes a Relationship
CASE STUDY: HOW COCA COLA BUILDS VALUE
DIMENSIONS OF AN EXPERIENCE
How Customers Interact with Companies’ Touchpoints
POTENTIAL TOUCHPOINTS
Top-Down
Co-Created
Improvised
Customer Time Versus Corporate Time
The Pace of Change
Setting the Tone
The Problem of Habituation
Relationships as a Strategy
EYE OPENERS
CHAPTER. 3. Visualizing Relationships
The Forgotten Composer
Introduction to a Waveline Diagram
The Timeline
The Right Timeline
DANIEL SIEGEL ON “STATES OF MIND”
Phases of Interaction
ELEMENTS OF STATE OF MIND
The Intensity Axis
Wavelines
Desired Experience
Expected Experience
Current Experience
Using Wavelines to Design and Plan Experiences
Areas Without Interaction (and What to Do with Them)
Increased Impact
Greater Connections
Greater Value
Increased Opportunities
CHANGING EXPERIENCES AND WAVELINES ON THE FLY
Segmenting for Waveline Diagrams
Using Wavelines to Describe a Combination of Experiences
Needing to Generalize
Diminishing Marginal Returns
Segmenting Customers the Right Way
EYE OPENERS
CHAPTER. 4. Finding Opportunities in Relationships
Getting It Right the Wrong Way
Short-Term, Climax-Driven Experiences
Longer-Term Relationships
Threats to Longer-Term Relationships
OUTSIDE DEVELOPMENTS
HABITUATION
LOSING TOUCH WITH CUSTOMER NEEDS AND DESIRES
Lifetime Relationships
Touchpoint Categories
Products
QUALITIES
DIFFERENT USES
AGING
CLASSIC PRODUCTS
Services
SERVICES AREN’T COMPLETELY VIRTUAL
Events
Environments
Gaming
Hospitality
EYE OPENERS
CHAPTER. 5. Becoming by Doing
The Innovation Conundrum
THE HERO’S JOURNEY
Cultural Antibodies
The Incubator Problem
Cultural Toxicity
CULTURAL ANTIBODIES IN ACTION
A Transformative Process
EYE OPENERS
CHAPTER. 6. Distancing and Team Structure
Team Structure and First Steps
Learning by Doing
Preparing the Organization
Understanding the Problem of Biases
Recognizing Biases
CASE STUDY: A BEAUTY COMPANY
Team-Based Distancing
EYE OPENERS
CHAPTER. 7. Discovering
Recognizing What You Don’t Know
Uncovering State of Mind
Researching Experiences and Relationships
Metaphor
Semiotic Analysis
ENLIGHTENMENT
Role-Play
Laddering
Empathy Through Simple Interactions
Intensity
BEYOND TWO-BY-TWO THINKING
Segmenting by Experience
More on Demographics
WHY CAN’T WE JUST ASK CUSTOMERS DIRECTLY?
Making Dynamic Personas
Bringing Personas to Life
Opportunity Spaces
Beyond Waveline Diagrams
Core Meanings
Triggers
Pace
UNDERSTANDING PACE THROUGH GAMING
HEADSPACE
ELEMENTS OF PACING
Speed
Frequency
Design Principles
Reframing
EYE OPENERS
CHAPTER. 8. Deciding
Ready for Change
Decisions, Decisions
Building and Sustaining
Promising the Highest Return on Investment
Getting Your Customers Ready
Defining Brand Appropriateness
Working for the Business
Setting Pace and Intensity
EYE OPENERS
CHAPTER. 9. Declaring
A Relationship Statement and Brand Positioning
Evangelizing
EYE OPENERS
CHAPTER. 10. Designing
Designing Is a Team Sport
IDEAS CAN COME FROM ANYWHERE
The Design Process
Concept Generation
Prototyping
Testing
Iteration
SERVICES AND DESIGN
The MVP Problem
Design as Curation
Data and Design
Design and Variable Time
What Design Needs from the Rest of the Organization
EYE OPENERS
CHAPTER. 11. Delivering
A Delivering Fail
Getting Everyone on Board
Working Outside of Your Organization
Monitoring Experience: Qualitative Measures
Quantitative Measures
The Ultimate Measures
Starting Over
EYE OPENERS
CHAPTER. 12. A World of Premium Value
Moving Toward a Better Business Relationship
New Management Tools
Long-Term Focus on Relationships
The Bigger Picture
On a Personal Level
Premium Value, Premium Society
EYE OPENERS
Index
Acknowledgments
About the Authors
Footnotes. Chapter 1
Chapter 2
Chapter 3
Chapter 4
Chapter 7
Chapter 9
Chapter 1
Chapter 12
